"Greenwashing" a "Bluewashing" související s Black Friday u českých oděvních značek

The thesis deals with the area of slow fashion and the use of deceptive marketing strategies in the textile industry during the Black Friday sales event. The first part of the research aims to reveal whether and to what extent Czech sustainable brands use greenwashing and bluewashing strategies during sales events. At the same time, the thesis seeks to find out consumers attitudes and purchasing behaviour related to the sales event and sustainable lifestyle. Initially, literature research on academic titles dealing with this issue was conducted as part of the theoretical part. The application part focuses on discovering the aforementioned marketing strategies using content analysis and the statistical evaluation of the questionnaire survey. The conclusion of the thesis is devoted to interpreting and discussing the results based on the data obtained.